Anteseden price fairness dengan brand image sebagai moderasi
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Abstract
The current development of the diner industry requires business people to keep up with changes. This has triggered a sharp increase in competition between business people. This research aims to examine the effect of price fairness (food quality, physical environment quality, and employee service quality) on brand image as a moderation. The research sample consisted of 85 participants who were consumers of Mbah Jebres Sidoarjo Coffee. Accidental sampling is the sampling method applied. PLS-SEM data analysis was carried out using the SmartPLS statistical program (version 4.0). The findings of this study indicate that price fairness is significantly influenced by (food quality, staff service quality, and physical environment quality). This also shows that the relationship between the price fairness variable and employee service quality is strengthened by the brand image variable which acts as a moderator. However, the correlation between physical environmental quality and food quality is weakened by brand image.
Perkembangan industri tempat makan saat ini menuntut pebisnis untuk mengikuti perubahan. Hal ini memicu peningkatan tajam persaingan antar pelaku bisnis. Tujuan dari penelitian ini adalah untuk menguji pengaruh kewajaran harga (kualitas makanan, kualitas lingkungan fisik, dan kualitas layanan karyawan) terhadap citra merek sebagai moderasi. Sampel penelitian berjumlah 85 partisipan yang merupakan konsumen Kopi Mbah Jebres Sidoarjo. Accidental sampling merupakan metode pengambilan sampel yang diterapkan. Analisis data PLS-SEM dilakukan dengan menggunakan program statistik SmartPLS (versi 4.0). Temuan studi ini menunjukkan bahwa keadilan harga dipengaruhi secara signifikan oleh (kualitas makanan, kualitas layanan staf, dan kualitas lingkungan fisik). Hal ini juga menunjukkan bahwa hubungan antara variabel kewajaran harga dan kualitas pelayanan karyawan diperkuat oleh variabel citra merek yang berperan sebagai moderator. Namun, korelasi antara kualitas lingkungan fisik dan kualitas makanan justru dilemahkan oleh citra merek.
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